Mendes Directs eBay ‘His Way’

SAN FRANCISCO Sam Mendes, Oscar-winning director of American Beauty, will make his advertising debut next week with eBay spots from Goodby, Silverstein & Partners, the client confirmed.

The director, who produced the package through Los Angeles-based production company Moxie Pictures, has filmed three spots for the online auction site, according to eBay vice president of consumer marketing Gary Briggs.

Mendes, a veteran of the Broadway and London stage who directed the Tony-winning production Cabaret, was a good fit for the musical campaign, said Briggs.

The first spot breaks on Sept. 25 and continues to brand the shopping site with the tag “Do it eBay,” introduced by San Francisco-based Goodby in Nov. 2002 using humorous renditions of the Sinatra standard “My Way.”

The Mendes spot features a new take on the Burt Bacharach-Hal David song “Do You Know the Way to San Jose?” It has been reworked as “Do You Know the Way to Use eBay?” for the commercial. Another execution, featuring George Benson’s “On Broadway,” will break in movie theaters in November.

San Jose, Calif.-based eBay spent about $60 million on advertising last year according to Nielsen Monitor-Plus and $40 million in the first half of this year.